The lowly business card : we don’t give it a second thought before we get the thing printed up, and we just do what everybody else does. Many people, new in business, get the business card published before they’re ready to, which causes many of the mistakes that I record below. In both circumstances, experienced or new, we are missing huge opportunities to allow your business card take some of their work off your shoulders. We may take it for granted, but I feel that your business card is among the most important parts of marketing collateral, and the most under-utilized.

Here are my suggestions for how to get your company card functioning as hard as you do. If you want to play along, pull out your business card and see if your card is guilty of some of those initial four no-no’s.

1. Missing email. Believe it or not, lots of the cards that I receive via media meetings are missing email addresses. This is most common with new small business owners and individuals in the private care business, but still, there is no explanation.

2. An email address that ends with , , , or your ISP’s domain name. Everybody in business for themselves must be using their own domain (such as @). This is free advertising of your web site, so why are you advertisements Yahoo!, Comcast, or AOL rather than yourself? Advertising a free email accounts as your business email is just plain unprofessional.

3. Glossy cards you can’t write on. Alright, this is my pet peeve. Yes, you are able to receive these cards printed at no cost on the Internet. That sends a loud message that you don’t have the money for business cards which you just do everything on the cheap. That’s not what I want folks to consider my business.

4. A web site address printed on the card that isn’t up yet. While I receive a business card from you, I’m likely to see your web site to learn more. If it doesn’t come up, it tells me one of two things: you did not cover your hosting business or webmaster, or you have not gotten into that project yet. Both are bad messages to send.

Alright, how are you doing? These are extremely basic, so if you’ve been in operation for a few decades, you’re likely doing well. So today let’s inquire if your business card looks like it is from a small operation or a Fortune 500 business. How about these small company no-no’s?

5. Missing job title. Every business card must list your project title, especially if you’re President or CEO.

6. Photo of you. This is tell-tale small business enterprise. I disagree with some men and women who believe that it helps during media; you can go to the web site and see their picture there. An image takes up valuable card real estate and screams “self” It’s simply not the best thing to have in your card.

7. No logo. Every company needs a logo for branding its own image.

8. Clip art. Your logo should be the sole art on your own card.

9. Weird form. I don’t feel the best way to stand out is through odd colours or contour of your business card.

Now, let’s get to what really matters: the marketing. Here are some items to consider that very few others do this will help your outcomes with prospects:

10. 1 phone number. Prospects may get confused as to what number to call. List only one, or make it clear when to predict what number. Don’t keep us guessing.

11. The business you’re in. Should you said nothing and passed your business card into a stranger and asked them what business you are in, would they figure out it? If not, neither can your prospect. Make sure your tag line or company name clearly defines the business you are in and if it doesn’t, you’ll need to add something on your card that does.

12. Things to do next. Get prospects in your funnel by telling them what to do next right on your own business card. Can they get a complimentary consultation? A free white paper? Make it clear on the card they can register for another step to get to know you better.

How would you do? I hope you passed, and if not, I see a trip to your printer on the long run.